Abstract:

Exploring the Green Key certification in the Indian context involves

understanding its application within the country's unique environmental,
cultural, and regulatory landscape. It entails examining how the
certification aligns with India's sustainability goals, its adoption by
hospitality industry stakeholders, and any challenges or opportunities it
presents for promoting eco-friendly practices and responsible tourism.

It also aligns with India's ambitious sustainability goals, including

initiatives to reduce carbon emissions, conserve natural resources, and
promote sustainable development. By adhering to the rigorous criteria
set by the certification program, hotels and other hospitality
establishments demonstrate their dedication to minimizing their
environmental footprint and adopting sustainable practices. This
includes measures such as energy and water conservation, waste
management, biodiversity protection, and community engagement.

In the Indian context, the adoption of the Green Key certification has
been embraced by forward-thinking hotels and resorts seeking to
differentiate themselves in the market and appeal to eco-conscious
travelers. By obtaining the certification, these establishments not only
enhance their environmental credentials but also attract
environmentally conscious guests who prioritize sustainable
accommodation options.

However, despite its potential benefits, the Green Key certification also
presents challenges within the Indian hospitality industry. These may
include resource constraints, limited awareness among stakeholders,
and the need for tailored strategies to address the country's unique
environmental and cultural context. Additionally, ensuring widespread
adoption of the certification requires collaborative efforts from
government agencies, industry associations, and hospitality
stakeholders to provide support, incentives, and education on
sustainable practices.

In conclusion, exploring the Green Key certification in the Indian context

involves assessing its alignment with sustainability objectives, its
adoption by hospitality establishments, and the challenges and
opportunities it presents for promoting eco-friendly practices and
responsible tourism in the country.

Keywords: Sustainability stakeholders, eco-friendly practices.

Introduction:

Figure Criteria often used for sustainability in tourism. (Source: TOURISM &
SUSTAINABILITY – by “Martin Mowforth and IAN MUNT” fourth edition)
The hospitality industry plays a pivotal role in shaping global
sustainability efforts, with an increasing emphasis on eco-friendly
practices and responsible tourism. Amidst this landscape, the Green Key
certification emerges as a beacon of environmental stewardship,
offering a roadmap for hotels and resorts to demonstrate their
commitment to sustainability. While the Green Key certification has
gained recognition worldwide, its application and impact within the
Indian hospitality context warrant exploration.

• Background Information:

- The hospitality industry is witnessing a rising emphasis on

sustainability, driven by the growing demand for eco-friendly
practices and responsible tourism globally. Accommodation
providers, tour operators, and destination management
organizations are increasingly adopting initiatives to minimize
environmental impact, support local communities, and preserve
cultural heritage. This shift is motivated by changing consumer
preferences, regulatory requirements, and the need for
businesses to remain competitive. By embracing sustainability,
hospitality businesses can enhance their brand image, appeal to a
broader market, and contribute to long-term environmental and
social sustainability.

- The Indian government's emphasis on environmental conservation,

coupled with initiatives such as the Swachh Bharat Mission and
Clean Ganga Project, has further propelled the adoption of
sustainable practices in the hospitality sector. Furthermore,
growing consumer awareness and preferences for
environmentally friendly and socially responsible tourism
 experiences are driving businesses to prioritize sustainability as a
key differentiator.

• Green key Certification

1.1 Origins

The Green Key program was established in 1994 by the Foundation

for Environmental Education (FEE), an international non-profit
organization based in Denmark. FEE aims to promote sustainable
development through education and awareness-raising initiatives,
with a focus on environmental issues. Originally launched in
Denmark, the Green Key program quickly gained popularity and
expanded to other European countries. Today, the certification is
available in more than 65 countries worldwide, making it one of
the leading eco-labels for the hospitality industry.

List of Affiliated Partners:

- SGS (world’s leading testing, inspection and certification
company.)
- CARRIBEAN HOTEL & TOURISM ASSOCIATION
- HISTORIC HOTELS EUROPE
- ECOLAB
- RADISSON HOTEL GROUP
- BEST WESTERN HOTELS & RESORTS
- ACCOR HOTELS

1.2 Objectives
Green Key officially AIMS to:
- Increase the use of environmentally friendly and sustainable
methods of operation and technology in the establishments and
thereby reduce the overall use of resources.
- Raise awareness and create behavioural changes in guests, staff
and suppliers of individual tourism establishments.
- Increase the use of environmentally friendly and sustainable
methods and raise awareness to create behavioural changes in
the hospitality and tourism industry overall.

The Foundation for Environmental Education, has agreed upon these

eight Educational Principles to guide our work towards excellence in
Environmental Education/Education for Sustainable Development. We
express our commitment to follow and champion these Principles in our
programmes.

1. Empower participants to take informed decisions and actions on

real life sustainability issues
2. Encourage participants to work together actively and involve their
communities in collaborative solutions
3. Support participants to examine their assumptions, knowledge,
and experiences, in order to develop critical thinking, and to be
open to change
4. Encourage participants to be aware of cultural practices as an
integral part of sustainability issues.
5. Encourage participants to share inspirational stories of their
achievements, failures, and values, to learn from them, and to
support each other.
6. Continuously explore, test, and share innovative approaches,
methodologies, and techniques.
 7. Ensure that continuous improvements through monitoring and
evaluation are central to our programmes.

Green key in doing their part in achieving the 17 Sustainable

Development Goals set by the UN for the time period 2015-2030:

1. No Poverty: Green Key actively promotes sustainable development

of its participating establishments in an effort towards ending
poverty through job creation in the hospitality and tourism
industries. The programme encourages the employment of locals
from diverse backgrounds, and supports local green activities or
initiatives related to education, health, sanitation and
infrastructure. It offers local entrepreneurs the possibility to
develop businesses, thereby helping to benefit the local
community and to reduce poverty.

2. Zero Hunger: Green Key encourages the use of food products that
are organic, eco-labelled, fair trade labelled and/or locally
produced. Green Key also encourages its establishments to
 actively work on initiatives supporting reduction of food waste.
These initiatives encourage sustainable development, benefit local
agriculture, stimulate the local economy, and ultimately, make a
positive impact on ending poverty and hunger.

3. Gold health and well-being: Green Key’s contribution to

sustainable development has a positive effect on healthy living
and well-being. Green Key actively promotes employment and
access to jobs to local disadvantaged groups, while not using child
labour. The programme supports initiatives for sustainable healthy
community development and welfare in the local population. The
establishments engaged in Green Key support a healthy lifestyle
by offering food products that are organic and ecolabelled.

4. Quality education: Green Key considers information sharing, and

training and education to be the most powerful tool in
safeguarding a sustainable hospitality and tourism industry. When
participating in Green Key, establishments commit to inform ing
and training their staff, in order for them to be able to engage and
take action with regard to matters of sustainability. In addition,
establishment are required to inform and engage guests and
suppliers, while active cooperation with local communities is
strongly encouraged. The involvement of women, local minorities
and multi-cultural staff aims to promote a culture of
understanding, knowledge and experience exchange.

5. Gender equality: Green Key works to raise awareness and support

for human rights and equality, regardless of age, race, gender,
religion, or socio-economic status. Green Key actively supports
the employment and empowerment of women and local minorities
 in all positions, aiming at strengthening their involvement in
society and their workplace. As an important aspect of
participating in Green Key, establishments engage in the
development and implementation of their Corporate Social
Responsibility which encompasses these issues.

6. Clean water and sanitation: In the context of sustainable

management and lowering the environmental footprint, Green Key
promotes water saving initiatives and innovative solutions to
reduce water consumption. All Green Key establishments monitor
water consumption and incorporate water saving standards, and
have proper sanitation and wastewater treatment facilities in
place. Furthermore, participation in the Green Key programme
requires that the establishments use water and release
wastewater without creating a significantly negative impact on the
environment and nearby local communities. Sharing of best
practice examples of actions and technology is also a central part
of participating in Green Key.

7. Affordable and clean energy: Green Key promotes energy saving

initiatives and innovative solutions to reduce energy consumption.
The use of renewable energy sources is strongly recommended to
further reduce greenhouse gas emissions and mitigate climate
change. As part of participating in the Green Key programme,
establishments monitor energy consumption, incorporate energy
saving standards, and are required to ensure that their energy
consumption does not make a significantly negative impact on the
environment and nearby local communities. Sharing of best
practice examples of actions and technology is also a central part
of participating in Green Key.
8. Decent work and economic growth: Green Key promotes energy
saving initiatives and innovative solutions to reduce energy
consumption. The use of renewable energy sources is strongly
recommended to further reduce greenhouse gas emissions and
mitigate climate change. As part of participating in the Green Key
programme, establishments monitor energy consumption,
incorporate energy saving standards, and are required to ensure
that their energy consumption does not make a significantly
negative impact on the environment and nearby local
communities. Sharing of best practice examples of actions and
technology is also a central part of participating in Green Key.

9. Industry innovation and infrastructure: Green Key supports

innovation within the areas of environmental management and
awareness raising. It promotes inclusiveness and engagement of
staff, guests and suppliers in working with sustainability at the
establishments and in the surrounding community, while good
practices are promoted through Green Key’s media for the
inspiration of other businesses. Green Key actively promotes
sustainable infrastructure within the areas of building ng and
operation of its establishments, as well as the use of sustainable
transportation.

10. Reduced inequalities: Green Key’s criteria are formulated to allow

establishments of differing size, resource, and global location to
be eligible to participate in the programme. Through Green Key,
establishments in developing countries are encouraged to play an
active part in the global economy. In addition, the Green Key
criteria support the reduction of inequality at the local level
 through hiring of local staff, access for people with special needs
and through active engagement in local community development.

11. Sustainable cities and communities: Green Key establishments,

regardless of their location in cities, smaller settlements or within
natural surroundings, are actively engaged in ensuring that their
premises and facilities are safe and sustainable. This includes
management of resources (water, energy, waste, etc.) and
involving staff, guests and suppliers. Green Key encourages
building and renovation of establishments to be carried out using
environmentally friendly products in respect to the local
conditions and requirements and the natural and cultural heritage
of surroundings. The programme reaches out to the surrounding
community and environment by promoting, supporting and
engaging in local activities and facilities. Moreover, Green Key
actively supports local green transport infrastructure alternatives.

12. Responsible consumption and production: Green Key supports

sustainable consumption and production patterns. Green Key
establishments prepare and implement an overall policy and a
concrete action plan which takes into account environmental,
social, cultural, economic, quality, health and safety issues. Staff
in Green Key establishments are actively engaged in
demonstrating sustainable management within the areas of water
and energy saving, waste management, etc. Regarding food and
beverage products, Green Key has a set of requirements for the
products used to be increasingly more organic, eco-labelled, fair
trade labelled and/or locally produced. The participating
establishments set standards for their suppliers where, for
instance, chemical cleaning products or purchased
paper/brochures have good environmental standards.
13. Climate action: As climate change is the biggest challenge of our
time, one of the main pills are in Green Key is lowering
environmental footprint. This is done by requesting the
participating establishments to practise a more sustainable
management of their resources. Climate change education and
training are core elements in Green Key, enabling staff, guests
and suppliers to develop a true understanding and be able to
make active choices in the fight against climate change. The
promotion of eco-certified and renewable energy sources and
sustainable transportation (including cycling) are concrete
examples of how the Green Key criteria support this development.
Moreover, Green Key encourages its establishments to monitor
their carbon emissions, make an effort to reduce it and offset the
remaining carbon.

14. Life below water: Green Key supports the protection of aquatic
resources and the aquatic environment through the sustainable
use of water and awareness raising around this subject.
Restaurants in Green Key establishments actively avoid the use of
products related to endangered fish and seafood species, and the
establishments themselves are encouraged not to display and sell
endangered aquatic plant and animal species and products within
their premises. At the many Green Key establishments located
near aquatic or coastal areas, guests are encouraged to use
environmentally friendly and well-managed beaches, marinas and
boating tourism operators participating in the Blue Flag
programme.
15. Life on land: Valuable landscapes, forests, rich biodiversity areas,
and natural heritage sites are often the main reasons why tourists
visit a destination. Green Key supports the protection of terrestrial
ecosystems through its establishments providing information and
actively encouraging participation in activities related to
biodiversity, conservation and the sustainable use of the local
terrestrial environment. Restaurants in Green Key establishments
refrain from the use of products related to endangered species,
and promote organic and locally produced food with vegetarian
options.

16. Peace justice and strong institutions: Green Key is a programme

encouraging engagement in sustainable development requiring
accountability and promoting inclusiveness between stakeholders
from different sectors at local, national, and international level.
Green Key involves cooperation regardless of age, gender, religion
and socio-economic status; and it promotes access for people with
special needs, equitability in employment, engagement with
minorities, local communities and entrepreneurs, as well as
dialogue and consent of nearby indigenous and local communities
where activities persist. It works towards peaceful and just
societies, inclusive and accountable, with a strong presence of
diverse groups, and encourages guests visiting the Green Key
establishments to be actively involved with sustainability
activities, the staff and the local community.

17. Partnership for the goals: Green Key’s global profile involves
cooperation and partnerships between multiple stakeholders from
the public, private and NGO sectors at the various levels. At the
local level, between staff within the establishment and guests,
suppliers and the surrounding community, and at the national and
international level between NGOs, corporate partners, authorities
 and other partners concerned with sustainable tourism.
Partnerships between these actors are crucial in ensuring that
they are fully committed to work towards the realisation of the
Sustainable Development Goals.

1.3 Key criteria

The Green Key hotel and hostel criteria are applicable for hotels and
hostels having more than 15 bedrooms. According to the Green key
criteria, the organization must comply with all its IMPERATIVE criteria
while increasing the number of applicable guideline criteria according
to the number of years for which the award has been held, as per the
following table:

Some of the important IMPERATIVE criteria:

1. Appointing an environmental manager from the staff of the
establishment.
2. The establishment must formulate a sustainability policy: The
sustainability policy must include:
a) presentation of the environmental commitment and goals of
the establishment.
 b) presentation of the social/cultural/economic/quality
commitment and goals of the establishment.
3. The establishment must formulate objectives and an annual action
plan for continuous improvement, which can be achieved by
adhering to increasing number of guideline criteria.
4. The establishment establishes active collaboration with relevant
local stakeholders.
5. The establishment calculates its carbon footprint using a carbon
measurement tool such as the Hotel Carbon Management Initiative
(HCMI).
6. Staff members must receive yearly training on environmental and
other sustainability issues.
7. The housekeeping service must know and accept the procedures
regarding change of towels and sheets.
8. Information about Green Key must be visible and accessible for
guests.
9. The establishment must keep the guests informed about and
involved in its environmental work and encourage guests to
participate in environmental initiatives.
10. The total water consumption must be registered at least once a
month.
11. Newly purchased toilets have a 3/6 litres dual flush.
12. Water flow in at least 75% of the showers must not exceed 9 litres
per minute.
13. Water flow in at least 75% of the taps must not exceed 8 litres per
minute.
14. Urinals have sensors, water saving devices, or are water-free.
15. Newly purchased cover or tunnel dishwashers do not consume
more water than 3.5 litres per basket.
16. There must be information in the rooms informing guests about
the routine regarding the change of sheets and towels.
17. At least 75% of the chemical cleaning products for daily use have
a recognised eco-label.
 18. The establishment must separate waste as per national legislation
but with a minimum of three categories.

Some of the notable GUIDELINE criteria are as follows:

1. Wastewater is treated and reused onsite.
2. Rainwater is collected and used for suitable purposes.
3. Separate water meters are installed in areas with a high degree
of water consumption.
4. The swimming pool is cleaned with chemical-free alternatives,
such as UV light, electrolysed water treatment, plant filtration,
etc.
5. Fibre cloth made of natural fibres is used for cleaning.
6. The establishment does not use fragrance spray and perfume in
connection with washing and cleaning.
7. The packaging of travel-sized toiletries such as soap, shampoo
and shower gel is being recycled, made of recycled plastic,
ecolabelled or is biodegradable.
8. There are no mini bars in at least 75% of the guest rooms.
9. At least 75% of all windows are energy efficient at a higher
standard than the national/local regulation.
10. The establishment has an internationally or nationally recognised
green building rating system.

• Contextualization In India

Sustainability and eco-tourism hold immense relevance in the Indian

context due to a confluence of factors. India faces significant
environmental challenges including air and water pollution,
deforestation, and habitat degradation, exacerbated by rapid
industrialization and urbanization. This degradation threatens the
country's rich biodiversity and natural ecosystems, as well as its
cultural heritage deeply intertwined with nature.

Eco-tourism offers a sustainable alternative, promoting responsible

travel that conserves the environment and benefits local communities.
India's diverse cultural and natural heritage presents a unique
opportunity for eco-tourism development, offering visitors experiences
ranging from wildlife safaris in national parks to heritage walks in
ancient cities.

The tourism industry in India has experienced substantial growth,

contributing significantly to the economy. However, unsustainable
practices can lead to long-term environmental and social costs.
Recognizing this, the Indian government has initiated several measures
to promote sustainability in tourism. The Swadesh Darshan and PRASAD
schemes aim to develop thematic circuits and pilgrimage destinations
while preserving their cultural and natural essence. Additionally,
initiatives like the Eco-Tourism Policy and guidelines for Sustainable
Tourism Criteria emphasize the importance of environmentally friendly
practices and community involvement.

By embracing sustainability and eco-tourism, India can mitigate

environmental degradation, conserve its natural and cultural heritage,
and foster inclusive economic growth. Moreover, it can position itself as
a responsible global tourism destination, appealing to conscientious
travellers seeking authentic experiences while contributing to
conservation and community development. Thus, sustainability and eco-
tourism are not just options but imperative strategies for India's tourism
industry to thrive responsibly in the 21st century.
 • Literature Review

What is sustainable tourism?

Sustainable tourism has many different definitions. All of the definitions have common
features and similarities. Understanding of tourism’s impacts on the natural, cultural,
human and economic environment is encouraged in the definitions. The definitions of
sustainable tourism emphasize that in developing and maintaining tourism, it must be
ensured, that tourism does not damage the natural and built environment and the
resources must be used in a sustainable way. Reducing overconsumption and waste is
economically efficient and a part of sustainable tourism. Secondly, sustainable tourism
should create employment and the local economy should benefit from it. The cultures
and values of the people affected by the tourism should be aligned with tourism and the
host community be involved in the development of tourism. All of the definitions
underline, that the economic viability of a destination must be guaranteed without
sacrificing the socio-cultural and natural environments. (Ali & Frew 2013, 44.) The World
Tourism Organization (UNWTO), defines sustainable tourism as: "Tourism that takes full
account of its current and future economic, social and environmental impacts,
addressing the needs of visitors, the industry, the environment and host communities"
(Website of World Tourism Organization 2018).

The guidelines and practices of sustainable tourism apply to all tourism destinations
whether they are mass tourism destinations or small niche destinations. The principles
of sustainable tourism refer to environmental, economic and socio-cultural dimensions
and a suitable balance must be found between these three in order to guarantee long
term sustainable tourism development. All stakeholders need to be informed and
involved in sustainable tourism development. In order to ensure the participation of all
stakeholders, strong political leadership is also needed. Sustainable tourism is a
continuous process and to achieve it, constant monitoring of impacts is needed. It is also
17 necessaries to introduce preventive measures and take immediate actions, if there
seems to be a need for them. However, it always needs to be kept in mind, that tourists
should still be satisfied and have a pleasant and a significant tourist experience, and
sustainable tourism needs also to consider this fact. Sustainable tourism can inform the
tourists about sustainable issues and help the tourists to adopt sustainable practices.
(Website of World Tourism Organization 2018).
Sustainability in the tourism sector has had some importance only the past 40 years and
it has been a major consideration in the tourism, hospitality and events sector only since
the early 1990s (Hassanien & Dale 2013, 167). The travelling public has apparent growth of
interest in the environment and it has motivated most operators in the tourism,
hospitality and events sector to include sustainable design and management into the
facilities (Hassanien & Dale 2013, 175). It is very clear, due to the increasing adoption of
sustainable agendas by companies, that the trend will continue and become an essential
part of tourism facilities. Furthermore, it is also clear, that the legislative and regulatory
environment will compel companies to adopt sustainability into their business plans,
regardless their commitment to sustainability. In addition, it is also seen, that facilities
must adopt sustainable technologies to save on cost of energy, water and waste
management. (Hassanien & Dale 2013, 177).

Tourism consumers are becoming more aware of the environment and their impacts on
it. Consumers are beginning to embrace more environmentally friendly practices in
everyday life and they are choosing holiday destinations, which are operating
sustainably. Sustainability is becoming more and more important factor in consumer
culture. It may be, that in the future the consumers will only visit those destinations,
which are operating sustainably. (Ali & Frew 2013, 145.)

Sustainability in the hospitality sector

Sustainable hospitality operation is a hospitality operation managing the resources in a

way, that economic, social and environmental benefits are maximized, and they meet the
need of the present generation while securing the opportunities for the future
generations. Sustainable hotel operations are targeting to reduce their impact on the 18
environment and society. (Sloan, Legrand & Chen 2013, 22.) Tourism, hospitality and
events facilities consume a lot of natural resources and a lot of waste is generated,
which can be prevented, reduced or recycled. Site selection, design and construction can
affect the waste and energy management issues. (Hassanien & Dale 2013, 200).

The hospitality industry is one of the largest industries in the world and it causes a lot of
environmental impacts. It has been shown, that all the various forms of accommodation,
such as hotels and motels, have the highest negative influence on the environment of all
commercial buildings. Hotels need to be aware of their impact on the environment and
reduce it. Hotels face another closely linked challenge managing the ethical operation of
their business. Ethical issues, such as supply chain, local community, the workplace and
the customers are the ethical challenges hotels must consider and hotels need to show
practical examples, how they have made a difference through them (Sloan, Legrand &
Chen 2013, 14-17.)

Hotels and other accommodation providers have to make their business operations
sustainable in areas such as energy usage, consumption, water usage, purchasing and
waste. Hotels can take different measures to demonstrate commitment to sustainable
tourism. Most widely used measures are codes of conduct, certification, adopting best
practices, use of eco-friendly cleaning products and using low flush toilets. Hotels are
still facing difficulties in developing their business to a more sustainable way. The energy
consumption is remarkable and there is lot of waste and water consumption.
Furthermore, the consumer behavior is crucial, and the behavior of consumers have
started to change. Accommodation providers can educate the consumers and make them
aware of the environmental policies of the property and the consumer’s duty to the
environment. Consumers can be made aware by putting easily accessible information on
the business’ website, booking confirmations and social media sites. Moreover, hotels
and other accommodation providers have many ways to make the business more
sustainable. For example, the use of systems to recycle grey water and waste disposal
and energy management systems. They can use solar power, motion sensors for heat
and light, green roofing and use environmentally friendly televisions, hair dryers,
refrigerators and hot water distribution systems. (Ali &Frew 2013, 81-83.)

The hospitality industry can play an important role in encouraging awareness on the
environment. Both the guests and the staff can be encouraged to limit environmental
degradation. This could result to a culture whereby stakeholders would not see the
environmentally friendly initiatives as a force but rather as an ethical obligation.
(Hassanien & Dale, 2013, 193). In addition, one motivator towards sustainability in the
tourism, hospitality and events sector are the legislative and regulatory factors
(Hassanien & Dale 2013, 176).
ECOLABELLING

According to the Website of Global Ecolabelling Network (2018), ecolabelling is practiced

around the world and it is a voluntary method of environmental performance
certification. Ecolabelled products or services are proven to be environmentally
preferable in a certain product or service category. On the other hand, the definition of
ecolabelling is not clear. Ecolabelling is a widely used term, but there is no agreed
definition for it. Ecolabels are often general statements and they may be verified or not.
Nonetheless, a business receives a marketable logo or seal after successfully
completing the certification process. (Ali & Frew 2013, 106-107.)

Ecolabels have certain characteristics, which can be found in all ecolabels. Firstly, the
environmental performance of a product or service is measured. Secondly, the
environmental performance of a product or service can be compared to other similar
products and services and evaluate, if they meet the standards and criteria set by the
certifying party. The third characteristic is, that a product or service is given a label/logo
to be presented and it is showing, that the company or service has good environmental
information and performance. (Sloan, Legrand & Chen 2013, 286.)

Ecolabels are voluntary and open for all companies. There are ecolabels, which allow a
company to self-audit and certify with an ecolabel. This is called first-party certification.
Second-party certification allows wholesalers to audit and certify suppliers’ products
and services. Third-party certification requires an independent certifier, who 20 will
measure, asses and evaluate the company’s results and decide, whether they are
awarded with the ecolabel. (Sloan, Legrand & Chen 2013, 286.)

Ecolabels can be classified in different ways, but there is a concentration in the

developed countries. In Europe, there is the largest number of ecolabels, especially in
Germany, Austria and Scandinavia. (Font & Buckley 2001, 8.) Tourism ecolabels can be
divided in two categories, which are: environmental quality labels for tourism
destinations and environmental performance labels for tourism providers. (Font &
Buckley 2001, 21.) On the other hand, Sloan, Legrand and Chen (2013, 290) divide
ecolabels in two other categories. They call them process-based ecolabels and
performancebased ecolabels. Furthermore, some ecolabels may be a combination of
both categories. Process-based categories are based on environmental management
systems and they focus on the operating processes. Performance-based categories are a
combination of criteria, benchmarks and objectives, which the companies must complete
to achieve the certification. The current trend is to create ecolabels, that are built on the
two categories. (Sloan, Legrand & Chen 2013, 291-292.)

According to CREM (2000), an ecolabel can produce many benefits. With the help of
ecolabels, tourism suppliers can identify critical issues and lead to effective ways of
monitoring and reporting on environmental issues. In addition, ecolabels help to sell
tourism products and also decrease the use of energy and water. Ecolabels can be used
as a marketing tool and as an environmental management tool. With the help of
ecolabels consumers can easily access environmental information and recognize which
product has an ecolabel and base their decision on it. Moreover, ecolabels guarantee a
third-party monitoring and public reporting. Furthermore, ecolabels raise the
environmental awareness of stakeholders and promote good environmental practice in
the tourist sector.

The world’s first eco-label is the German Blue Angel, which was created in the 1970s.
(Sloan, Legrand & Chen 2013, 286). Tourism ecolabels initiated operation in 1987, when
the Foundation for Environmental Education in Europe awarded its first Blue Flag and the
Federation of German Travel Agencies (Deutsche Reisebüro Verband) awarded
‘International Ecolabel’ for environmentally oriented individuals, organizations and
destinations. (Font & Buckley 2001, 189.) The Blue Flag ecolabel was 21 awarded to those
hospitality establishments, that were operating on the coast and working to preserve the
beach and coast (Sloan, Legrand & Chen 2013, 286).

Action study

Sustainable development often makes people wanting a change and they want a strong
research and evidences to provide solutions for sustainable development. Action
research provides these needed solutions and evidences as it gives practical and
sustainable change, planned interventions and it ensures the ongoing change. The values
of sustainable development are similar with the values of action research. (Zuber-
Skerritt 2012, 6.) The main goals of action research are to improve understanding and
practice. Action research is, above all, practical. The results from action research guide
to practical immediate improvements during the research process and also after the
process. (Zuber-Skerritt 2012, 8.)
Action research aims for a change and the researcher is involved in the change. Often
the researcher is a member of the organization. Action research requires, that the
researcher has a lot information about the research problem, because the researcher
must define the problem, find the needed measures to be taken and implement the
change. (Kananen 2013, 41.) As the author of this thesis is a part of the hotel’s
organization, she is an appropriate researcher for this method.

Action research has four different phases or moments and those are: planning, acting,
observing and reflecting. At the planning stage the problem and situation are analysed,
and a strategic plan is developed. Implementing the plan is done in the acting stage. At
the observation stage the action is evaluated using appropriate methods and finally at
the reflecting stage, all the previous stages, action and research process and the results
are reflected as well as the learning outcomes. (Zuber-Skerritt 2012, 10-11.)

As the purpose of this thesis, was to gain the Green Key certificate, which is an indication
of sustainable development, and practical changes have been made during this study,
action research was chosen as the research method for this thesis. The nature of the
Green Key certificate application process guided to choose action study to be used in this
thesis. The application process required many observations on processes and some of
the processes had to be changed to a more environmentally friendly direction. The
researcher was involved in every stage of the application process and she implemented
the required changes. Furthermore, the Green Key certificate is an indication of
sustainability and it aims for an ongoing change, therefore action study was a justifiable
choice.

Qualitative research and data collection methods

Qualitative research is needed in every development research. In qualitative research

words and sentences are used and the purpose is to describe phenomenon and give a
rational interpretation. (Kananen 2013, 31-32.) In qualitative research the intention is to
find out, what are the reasons and factors, which influence on the research problem. It
also covers meanings and definitions of the described issue. Qualitative research is
adjustable, because it allows the researcher different opportunities to discover the
factors influencing on the research problem. Qualitative research, above all, is observing
and reporting the observed material in words, not in a numeric-form as in quantitative
research. (Kananen 2015, 70-73.)
The most important data collection methods of qualitative research are observation,
theme interview and different documents. Observation as a data collection method is
suitable for example, when a change process is involved. During the change process,
some actions may be needed in order to gain the desired results. The researcher does
observations every day and all the time. (Kananen 2013, 105.)

The purpose of this thesis is to gain the Green Key certificate and a change process
needs to be done in order to gain the certificate. Observation as a data collection method
is suitable for this thesis, as it is a change process and actions need to be done during
the change process. In addition, documents are used in this thesis as a data 31 collection
method. During the observations, the needed measures were collected to an observation
journal (Appendix 1) and the required changes were made as soon as possible. The
observations and the actions are explained in chapter 9. The documents used in data
collection stage, were documents of energy and water consumption, waste management
and procedures and reports, which had to be created for the application. All these
documents are attached to the application form (Appendix 2). The research model of this
thesis is described in Figure 5.
Reliability and validity

Each research made must have the correct and credible results. Reliability and validity
are terms used to describe the credibility of the research results. Reliability often is used
to describe the quality of the work. In scientific research reliability is the 32 consistency
of the research results or gaining the same results, if the research was to be replicated.
Validity is that the correct issues have been researched. (Kananen 2013, 176-189.)

In qualitative research evaluating the credibility is more difficult than in quantitative

research, because human being does not always perform in the same manner and might
change his/her view. The credibility issues must be considered throughout the research,
because improving credibility is not possible afterwards. (Kananen 2013, 189.)

The validity of the research is gained by the research methods and the research is
considered authentic, when the participants recognize the results of the research
(ZuberSkerritt 2012, 8).
BUILDING GREEN KEY PROGRAMME IN HOTEL

In this thesis at the planning stage, it was decided to apply for a Green Key certificate
and the Green Key Finland organization was contacted in order to clarify, what measures
were needed to be taken. At the acting stage all the data and documents concerning the
application for a Green Key award were collected and created. At the observation stage,
an audit was made by a representative of the Green Key organization and the application
process and the needed measures to be taken, were evaluated and more measures were
taken. At the final stage, the Green Key award was achieved, and the learning outcomes
were reported. The phases of the process are described in Figure 6.
Research Objectives:

Investigating Adoption and Implementation:

Assessing its effectiveness;
Identifying challenges and barriers:
Exploring Opportunities and benefits
Understanding stakeholder perspectives
Examining Environmental and social impact
Comparing with alternative certification
Research Methodology:

• Literature Review:
Conducting a thorough review of existing literature on sustainability
certifications in the hospitality industry, focusing on the Green Key
certification and its application in diverse contexts. This will provide a
theoretical framework and help identify gaps in knowledge.

• Quantitative Survey:
Designing and administer a structured survey to Indian hospitality
establishments and travelers, including hotels, resorts, and eco-lodges,
to assess their awareness, adoption, and experiences with the Green
Key certification. The survey will cover aspects such as reasons for
pursuing certification, implementation challenges, perceived benefits,
and satisfaction with the certification process.

• Case Studies:
Select a few Green Key-certified hotels in India and conduct detailed
case studies to analyze their sustainability practices, certification
journey, and impact on environmental and social dimensions. This
qualitative approach will provide rich, contextualized data and allow for
in-depth exploration of specific experiences and challenges.

• Data Analysis:
Analyzing survey responses, interview transcripts, and case study
findings using appropriate quantitative and qualitative data analysis
techniques. This may include descriptive statistics, thematic analysis,
and content analysis to identify patterns, themes, and insights relevant
to the research objectives.

• Comparative Analysis:
Comparing findings from Green Key-certified hotels with non-certified
counterparts or those certified under different sustainability programs
to identify differences in practices, performance, and perceptions. This
comparative analysis will enhance understanding of the unique value
proposition of the Green Key certification in the Indian context.

• Triangulation:
Triangulate data from multiple sources (surveys, interviews, case
studies) to enhance the validity and reliability of findings. Cross-
referencing different data sources will help corroborate results and
provide a more comprehensive understanding of the research topic.
ANALYSIS & RESULTS

1 Quantitative Survey
Through the administration of the survey, our primary objective
was to comprehensively evaluate and discern the attainment of
the following predetermined objectives:

Assessing Awareness: Determine the level of awareness among

stakeholders in the Indian hospitality industry regarding sustainability
initiatives and certifications such as Green Key.
Evaluating Adoption: Understand the extent to which hotels and other
establishments in the Indian hospitality sector have adopted Green Key
certification or similar sustainability standards.
Identifying Barriers: Identify the challenges and barriers faced by
organizations in implementing Green Key certification, including
financial constraints, lack of awareness, or perceived complexity.
Measuring Impact: Assess the perceived impact of Green Key
certification on environmental sustainability practices within certified
establishments, such as energy efficiency, waste management, and
water conservation.
Exploring Motivations: Investigate the motivations behind seeking
Green Key certification, including potential benefits such as enhanced
reputation, cost savings, or regulatory compliance.
Understanding Perceptions: Explore stakeholders' perceptions of the
effectiveness and credibility of Green Key certification in promoting
sustainable practices within the Indian hospitality industry.
Examining Future Trends: Investigate the potential future trends in
sustainability certification adoption within the Indian hospitality sector
and identify areas for improvement or expansion.
Comparing Practices: Compare sustainability practices and
certification adoption between different types of establishments (e.g.,
luxury hotels, budget accommodations) and geographic regions within
India.

The survey questionnaire was meticulously crafted to align with

our predetermined objectives, aiming to methodically assess
and address key aspects. The following questions were posed to
respondents to effectively gauge the attainment of these
objectives:

1. Have you ever heard of Green Key certification before?

2. What specific aspect of sustainability or environmental
conservation would you like to see promoted through Green Key
certification in hotels and establishments?
3. Do you know any hotels or establishments in your area that have
received Green Key certification?
4. Have you encountered any educational or promotional materials
about Green Key certification in your school, college, or
community?
5. Would you be interested in learning more about Green Key
certification and how you can support sustainable initiatives in
your daily life?
6. Where do you typically get information about sustainability
practices and certifications from?
7. Do you believe that certifications like Green Key can make a
difference in promoting sustainability?
 8. Do you think educational institutions should incorporate
information about certifications like Green Key into their
curriculum?
9. How important do you think it is for businesses to adopt
sustainable practices?
10. What opportunities do you see for Green Key-certified hotels and
establishments in promoting sustainability?

The analysis of survey responses yields insightful

interpretations, illuminating key insights into the data gathered.
The following elucidates the nuanced interpretation of the
questionnaire results:

Figure Pie graph for the awareness of Green Key Certifications

The responses to the initial question were received and

analysed as follows:
 • 53.6% of the respondents indicated that they were not aware of
the Green Key certification.
• 10.7% of the respondents were uncertain or indicated 'maybe'
regarding their awareness of the Green Key certification.
• 35.7% of the respondents confirmed that they were aware of the
Green Key certification.

This interpretation suggests that a significant portion of the audience

surveyed is not familiar with the Green Key certification, while a notable
proportion is aware of it. The uncertainty expressed by some
respondents underscores the variability in awareness levels within the
audience.

The responses to the second questions included various ideas

and strategies that people would like to see incorporated in the
hotels. A brief about the responses is given below:

The array of responses underscores a comprehensive and strategic

approach to advancing sustainability within hotels and establishments
through Green Key certification. A paramount focus emerges on the
reduction of single-use plastics, with a concerted effort towards
encouraging the adoption of biodegradable or reusable alternatives.
Moreover, initiatives extend to social responsibility, exemplified by the
proposition to redirect surplus food to organizations like Robin Hood,
catering to the needs of homeless individuals while minimizing food
wastage. Concurrently, a robust commitment to renewable energy
practices pervades the discourse, manifesting in advocacy for organic,
sustainable food production, efficient waste management, and proactive
water conservation strategies such as rain harvesting. These proposals
underscore a holistic vision for environmentally conscious operations,
leveraging technologies and best practices to optimize resource
utilization and minimize ecological footprint. In synthesizing these
multifaceted strategies, the hospitality industry not only aligns with the
stringent criteria of Green Key certification but also assumes a
leadership role in championing sustainable development and
responsible stewardship of natural resources.

The responses for the third questions were received and

analysed as follows:

Figure Pie graph for the awareness of nearby green key

certified hotels

We observe that 83.3% of respondents answered "no," indicating a

prevailing lack of awareness regarding such establishments.
Conversely, 16.7% responded with "yes." This distribution underscores a
notable gap in familiarity with Green Key-certified establishments
among the surveyed audience. This insight suggests opportunities for
enhanced communication and promotion of Green Key certification
within the community to increase awareness and engagement with
sustainable hospitality practices.

The responses for the Fourth questions were received and

analyzed as follows:

Figure Pie Graph for the effectiveness of Promotion by

Green key Certifications

• No Exposure: The pie graph reveals that a substantial majority,

comprising 69% of respondents, reported no encounter with
educational or promotional materials about Green Key
certification in their school, college, or community. This indicates a
prevalent lack of awareness or outreach regarding Green Key
initiatives within the surveyed population.
• Limited Exposure: Conversely, 31% of respondents reported
encountering educational or promotional materials about Green
Key certification. While this proportion represents a minority, it
suggests that efforts to disseminate information about Green Key
initiatives have reached a significant portion of the surveyed
 audience, albeit with room for expansion and broader outreach
strategies.

The responses for the 5th questions were received and analysed
as follows:

Figure Pie Graph for the Interest of audience in

Green Key certification

• Strong Interest: The pie graph illustrates a notable majority, with

63.3% of respondents expressing a definite interest in learning
more about Green Key certification and supporting sustainable
initiatives in their daily lives. This significant percentage reflects a
robust appetite for information and involvement in environmental
conservation efforts.
• Moderate Interest: Additionally, 36.7% of respondents indicated a
possibility or uncertainty ("maybe") regarding their interest in
learning more about Green Key certification and supporting
sustainable initiatives. While this proportion represents a minority,
 it suggests a segment of the surveyed population open to
exploration and potential engagement with sustainability
initiatives.

The responses for the 6th questions were received and analysed
as follows:

Figure Pie graph on the source of information

• Online Platforms: 18.6% of respondents rely on online platforms,

indicating a strong preference for digital resources like websites
and social media for accessing sustainability information.
• Educational Institutions: 24.8% turn to educational institutions,
highlighting the role of academia in shaping understanding and
awareness of sustainability practices.
• Word of Mouth: 12.4% obtain information through word of mouth,
underscoring the influence of personal networks in disseminating
knowledge on sustainability.
 • Traditional Media: 6.2% still rely on traditional media sources,
demonstrating a continued relevance alongside digital channels.
• Not Aware: 38% mention they are not really updated on the
sustainability projects or on green key certifications.

The responses for the 7th questions were received and analysed
as follows:

Figure Pie graph for people who support the idea of sustainability
Through Green key Certifications

• Strong Belief: A significant majority, comprising 77.4% of

respondents, expressed a firm belief in the efficacy of
certifications like Green Key in promoting sustainability. This
substantial percentage underscores a widespread confidence in
the ability of such certifications to drive positive environmental
impact and foster sustainable practices within various industries.
• Moderate Uncertainty: On the other hand, 22.6% of respondents
indicated a degree of uncertainty ("maybe") regarding the
 effectiveness of certifications like Green Key in promoting
sustainability. While this proportion represents a minority, it
suggests a segment of the surveyed population that may require
further clarification or evidence to fully endorse the role of
certifications in advancing sustainability goals.

The responses for the 8th questions were received and analysed
as follows:

Figure Pie graph for whether to include Certifications of

sustainability in curriculum of various educational institutes

• Strong Consensus: The pie graph illustrates a significant majority,

constituting 80.6% of respondents, who firmly advocate for the
integration of information about certifications like Green Key into
educational curricula. This overwhelming percentage reflects a
widespread belief in the importance of equipping students with
 knowledge and understanding of sustainability initiatives within
academic settings.
• Moderate Uncertainty: Conversely, 19.4% of respondents indicated
a level of uncertainty ("maybe") regarding the incorporation of
information about certifications like Green Key into educational
curricula. While this proportion represents a minority, it suggests
a segment of the surveyed population that may require further
exploration or clarification on the potential benefits and
implications of integrating sustainability-focused certifications
into educational programs.

The responses for the 9th questions were received and analysed
as follows:

Figure Pie graph for whether other business should adopt

Sustainable practices
 • Strong Consensus on Importance: The pie graph indicates a
resounding agreement among respondents, with 83.9% expressing
a belief that it is "very important" for businesses to adopt
sustainable practices. This overwhelming majority underscores a
widespread recognition of the imperative for businesses to
prioritize sustainability in their operations, reflecting a growing
awareness of environmental and social responsibility in
contemporary business discourse.
• Moderate Recognition of Importance: Additionally, 16.1% of
respondents acknowledged the importance of adopting
sustainable practices as "somewhat important." While this
proportion represents a minority, it indicates a segment of the
surveyed population that recognizes the significance of
sustainability but may perceive varying degrees of urgency or
priority in its implementation within business contexts.

The responses for the final questions were received and

analysed as follows:

Figure Graph for opportunities seen in sustainability projects

1. Increasing awareness about sustainability through Green Key
certifications offers valuable opportunities to foster
environmental consciousness.
2. Green Key certifications facilitate the provision of high-quality
food while emphasizing efficient waste management practices,
contributing to sustainable dining experiences.
3. Leveraging Green Key certifications can enhance customer
attraction by signalling a commitment to environmental
responsibility and sustainable business practices.
4. Incorporating education initiatives into Green Key certifications
provides platforms for disseminating knowledge about
sustainability principles and practices.
5. Embracing Green Key certifications aligns with nation-building
efforts by promoting environmentally sustainable practices that
contribute to the long-term welfare and resilience of
communities.
CONCLUSIONS & RECOMMENDATION

Conclusion:
Through a meticulous examination of the data, it's evident that Green
Key certifications offer multifaceted opportunities for advancing
sustainability across diverse sectors. The overwhelming consensus on
the importance of businesses adopting sustainable practices
underscores a fundamental shift towards environmental consciousness
within the corporate landscape. Moreover, the recognition of
sustainability education as integral to curricula highlights a growing
understanding of the need to cultivate environmentally literate citizens.
Green Key certifications emerge as powerful tools for catalysing this
transition, providing clear guidelines and recognition for sustainable
efforts.

Furthermore, the findings emphasize the interconnectedness of

sustainability initiatives, spanning from waste management in
hospitality to education in schools and colleges. This interconnectedness
underscores the holistic nature of sustainability and the need for
collaborative efforts across sectors to address environmental
challenges effectively. Green Key certifications serve as unifying
symbols, fostering collaboration and driving collective action towards
shared sustainability goals.

In conclusion, the data underscores the transformative potential of

Green Key certifications in promoting sustainability. By embracing these
certifications, businesses, educational institutions, and communities can
not only mitigate environmental impacts but also foster innovation,
resilience, and social responsibility. As we navigate the complexities of
the modern world, Green Key certifications stand as beacons of hope,
guiding us towards a more sustainable and prosperous future for all.

Recommendation:
Building upon the insights gleaned from the research findings, several
recommendations are proposed to maximize the impact of Green Key
certifications in promoting sustainability. Firstly, businesses are
encouraged to prioritize the adoption of sustainable practices and
obtain relevant certifications like Green Key to demonstrate their
commitment to environmental responsibility. This not only enhances
their reputation but also aligns them with evolving consumer
preferences for eco-conscious products and services. Educational
institutions should proactively integrate information about Green Key
certifications into their curricula, fostering a culture of sustainability
among students and equipping them with the knowledge and skills
needed to address environmental challenges. Moreover, governments
and organizations should provide support and incentives for businesses
and educational institutions to pursue Green Key certifications,
recognizing their potential to drive positive environmental outcomes
and contribute to broader sustainability objectives. By collectively
embracing Green Key certifications and promoting sustainable
practices, stakeholders can work towards building a more resilient,
environmentally sustainable future for generations to come.
REFERENCES

1. “Green Key Certification: An Exploration of its Adoption and

Implementation in the Hospitality Industry" by M. M. Rahman and J.
R. Strobel. (International Journal of Hospitality Management, 2020)

2. "Sustainability Certifications and Practices in Indian Hotels: A

Comparative Analysis" by A. K. Rathore and P. Agarwal. (Journal of
Tourism, Hospitality, and Culinary Arts, 2019)

3. https://www.greenkey.global/our-programme

4. “GREEN KEY- CERTIFICATE APPLICATION PROCESS: CASE HOTEL

KALLIOHOVI AND HOTEL RAUMANLINNA” by Jonna Huukha (Degree
Programme in Business Management and Entrepreneurship)

5. "Sustainability Certification in the Indian Hotel Industry: Exploring

Stakeholder Perspectives" by N. Kumar, K. Kuntal, and S. Goyal.
(International Journal of Contemporary Hospitality Management,
2018)

6. TOURISM & SUSTAINABILITY – by “Martin Mowforth and IAN MUNT”

(fourth edition)